10:10 – using email marketing to keep the UK Lighter Later The Challenge 10:10’s mailing list is formed by combining its database of Lighter Later supporters and its database of MPs. In order to make sure the right MP was getting the right message, 10:10 used a clever combination of lters and message personalisation in PureCampaign to deliver diering messages to specic groups of people. For example, an MP who supports Lighter Later and who planned to attend the vote received a dierent message to one who did not. The Solution Many of the emails 10:10 sent included links to a web page informing supporters how to write an email to their MP or telephone them directly. The Lighter Later campaign messages had personalised links in them, so someone reading the email could simply click one lin

Join for free to read